Wildcraft goes outdoors

The outdoor gear brand has launched its first OOH campaign to reach out to its TG.

Wildcraft recently launched its maiden outdoor campaign titled 'Come Alive', which shows off a selection of their gear against beautiful outdoor landscapes. The campaign intends to spread brand awareness and encourage people to experience and explore the outdoors.

The campaign was executed in Mumbai, Delhi NCR, Bangalore, Ahmedabad, Pune and Hyderabad across 250+ high impact touch points. Billboards, mall facades, bus shelters, metro and cab branding were some of the assorted media vehicles deployed based to ensure awareness and excitement around the brand. Executed by Milestone Brandcom, the campaign is scheduled to run for 21 days.

Commenting on the campaign, Simeran Bhasin, chief marketing officer, Wildcraft says, "It is important for Wildcraft to not only be visible but to also be effective at encouraging people to explore the great outdoors." Nabendu Bhattacharyya, CEO and MD, Milestone Brandcom, says, "The 21-day campaign is aimed at stimulating the SEC AB crowd in the ages of 15-44 (basically the youth and the working professionals) to 'get up and explore'."

Wildcraft roped in Milestone Brandcom to handle its OOH media mandate after a multi-round, multi-agency pitch in September 2014. The agency will be responsible for developing strategic communication solutions for the brand.

Wildcraft works towards equipping travellers and adventurers with the right gear to experience the great outdoors. The brand's product range includes rucksacks, backpacks, clothing, equipment, footwear and gear for adventure, travel and urban outdoors. Launched in 1998, Wildcraft is now a Rs 250 crore brand, available in over 120 exclusive, and over 2,500 multi-brand stores, across more than 400 cities in India.